Topshop teams up with Google+ for LFW

London fashion week has always been an exclusive experience that was only available a select few, but this year that has all changed. At the 2013 LFW Topshop teamed up with Google plus allowing people to watch the show in real time from the comfort of their sitting rooms.

The fashion show was aired on Topshop’s own website, YouTube and Google+. Cara Delevingne and Jourdan Dunn wore outfits fitted with micro-cameras allowing home viewers a model’s eye view of everything both on stage and back stage.

Google Hang Out events were set up to allow people at home to speak directly to designers and fashion editors after the fashion show and a Be the Buyer App allowing users to curate the collection and get tips from the buyers on how to put the looks together at home.

This is not the first digital innovation Topshop has been a part of. In 2012 Topshop collaborated with Facebook for LFW for its premium ‘Unique’ line. The link allowed 2 million digital users in 100 countries to view the show as it happened and shared it instantly via their Facebook page and buy the lipsticks that the models were wearing. Until the 2013 LFW collaboration it was the most watched live catwalk show ever.

In the first five days since the collaboration’s live video initiative began, there have been more than 4 million views across a multitude of platforms.  The show was streamed not just to Topshop’s own site, but also via embedded media players on news sites and top fashion bloggers and, of course, in the window of the iconic Oxford Circus store.  In the first five minutes of the live show there were more than 200,000 social media shares across all the social networks using the Shoot The Show feature.

Maria Morrissey
Marketing Advisor